The final trend identified by participants is that the balance between global and local content production is shifting.
Attendees said that, previously, content was typically created at the global headquarters and delivered to local offices for translation and media placement. Now, there is a growing realisation by global brands that simply translating content pieces does not work.
As one marketer put it, ‘content originating at the European HQ doesn’t resonate in South-East Asia’.
So instead of translating, local offices are now ‘trans-creating’ content. What this means is that local offices are given content elements (images, headlines, etc.) and the strategy and the local office now uses the media assets to create their own content.
Not only does this produce content which is more suitable for local markets, but trans-creation also lets the local office create content specifically for local segments, which often differ from global segments.
Most attendees agreed that there is still tension between global and local offices, but that the trend for 2018 is to produce more content locally.